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Building a Foundational Communications Strategy: A Step-by-Step Guide
Chapter One: Introduction
Welcome to the Course! (3:09)
The Fundamental Challenge
Navigating Teachable
Chapter Two: Understanding the Challenge
How People Think (2:12)
Getting Down to Values
Chapter Three: What's Your Point?
Vision, Mission, Values — What, How and Why (2:35)
Your Foundational Communications Strategy Worksheet
Thinking Big (2:28)
Questions to Guide Your Work
Values: Your "Why" (3:23)
Add Your Values to Your Worksheet
Vision: Your "What" (3:03)
Add your Sticky-Note Statement to Your Worksheet
Mission: Your "How"
Key Messages (2:28)
Add Your Key Messages to Your Worksheet
Chapter Four: Who Cares?
Who is Your Audience? (1:39)
Your Audience Spectrum
How to Use Your Audience Spectrum (4:58)
Add People to Your Audience Spectrum
Personas (2:01)
Building Your Own Personas
Chapter Five: Where Are They?
Beware the Content Monster! (3:14)
Finding Your Audience (0:59)
Fill in 'Finding Your Audience' on Your Worksheet
Priorities & Time Management
Chapter Six: Go There
Persuasion, One Step at a Time (2:30)
Fill in Your Translated Key Messages on Your Worksheet
Touching on Tactics (0:54)
Important Tools (1:55)
Resource Management (2:59)
Chapter Seven: Listen
Communications is a Two-Way Street (1:44)
Planning Response Time (1:15)
Managing Expectations
The Importance of Listening (1:02)
Chapter Eight: Conclusion
Now What? (1:19)
Campaign-Specific Planning
Ongoing Communications
Congratulations! (1:19)
Your Feedback is Important
Additional Resources
Fill in Your Translated Key Messages on Your Worksheet
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